Today Athletics Canada, the national governing body for track and field, cross country, road running and road racing, is extremely excited to launch its new logo as well as announce plans around the organization's new identity.

"In recent years the organization has grown and has set a new strategic direction of increasing participation and improving international performances in a positive sport atmosphere. Athletics Canada is an organization that offers opportunities for all people of all abilities; we are Athletics in Canada," said Rob Guy, Chief Executive Officer. "We felt it was time for a new brand and a new logo to go with this new identity."

The process to develop a new identity started almost a year ago and included submissions from the general athletics community.

Today's launch is the first step in the organization's identity makeover. In the coming weeks Athletics Canada will release iconic sport representations which, along with the main logo, will make up the overall Athletics Canada brand. January 2015 will see the final piece of the puzzle in the overhaul with the inauguration of a new website.

The full maple leaf and track / running loop logo identifies Athletics Canada in its simplest form. The complete identity is found in the visuals that form the overall brand. Together they articulate a visual system that best represents Athletics Canada, enhancing its value and continually building its profile.

The new brand includes a complete colour palette as well as usage and typography guidelines. The brand, along with the soon to be released website will serve as the cornerstone in Athletics Canada's communication and marketing strategy for years to come.